CORE Metadata, citation and similar papers at core.ac.uk Provided by Bournemouth University Research Online see queries p. 4 and p. 12 Festival Spaces and the Visitor Experience 1 FESTIVAL SPACES AND THE VISITOR EXPERIENCE Michael Morgan School of Services Management, Bournemouth University Introduction A festival implies a special use of space for both the organiser and the visitor. On the practical level of events management, it is a series of temporary per - formance venues presenting special organisational problems. For the festival- goers, it is a space set apart to which they come seeking an extraordinary experience. This experience can have an emotional and symbolic significance, which they then come to associate with the place itself. For this reason, festivals and special events are increasingly used as part of strategies to regenerate or reposition urban areas or coastal resorts. Events attract additional visitors, creating economic benefits for retail, leisure and other businesses. The publicity can be used for place marketing aimed not only at attracting visitors but also new businesses and investment to the area (Jago et al., 2003; Morgan et al, 2002). They can also give a boost to the cultural or sporting life of the residents and increase local pride and self- esteem. Festivals are part of the area’s ‘experience economy’ to use Pine and Gilmore’s (1999) term, creating a temporary ‘creative space’ which can attract visitors (Richards and Wilson, 2006). But how should that space be designed to optimise the experience of the festival-goers and contribute to the success of the event? Answering this question requires an awareness of how festival-goers perceive the impact of the location and its layout on their enjoyment of the event. The role of space can best be explored within a wider conceptual framework that maps the visitor experience of the event. This chapter is based on research into the 2005 Sidmouth Folk Festival, a long-established event which saw a significant change in ownership and organisation from previous years. This sparked a lengthy discussion on an enthusiasts’ internet message board about how successful it had been. One 1 2 Michael Morgan aspect of this was the rival merits of a festival based in a showground and one spread over existing venues around the town. An analysis of these discussions was used to explore the elements of the event experience and the ways in which festival-goers evaluate it. The results of this research have been published elsewhere (Morgan, 2006a) so here the focus will be on how spatial issues impact on the experience. The event experience Research into events has tended to focus either on the economic and social impacts (Getz, 2000; Edwards, Moital and Vaughan, 2004) or on the motivations of the visitors (Kim, Uysal and Chen 2002, Van Zyl and Both, 2003; Mason and Beaumont-Kerridge 2004). What is less understood is the nature of the event experience itself. Experience literature can be seen as having two converging strands. From the organisational viewpoint, experience management can be seen as a way of creating competitive advantage in price-led markets. Whereas product and service quality are taken for granted and the internet enables customers to search for the cheapest offer, a memorable experience can still add value and distinctiveness. As experience products, such as tickets to events and admissions to theme parks, have defied these pressures towards recommodification and risen in price and volume, Pine and Gilmore (1999) see them as a model for other sectors to follow. They and other management writers (Schmitt, 1999; Shaw, 2005; Smith and Wheele, 2002) draw on examples like Disney and Starbucks, on Schechner’s (1988 ) Performance Theory and on Grove, Fisk and Bitner’s 1992) service-as-drama metaphor, to propose a new approach to business. This recommends attention to scripts, staging and role-playing as a way of creating memorable customer experiences (Jackson, 2006). From this viewpoint, the festival space is an extended performance area stage-managed by the organisers. The other strand focuses on the consumer viewpoint. The experiential perspective first proposed by Holbrook and Hirschmann (1982) criticises the overemphasis on consumer behaviour as rational information processing, and sees consumption experience as a subjective state of consciousness shaped by hedonic responses, symbolic meanings and aesthetic criteria — or, as they put it, fantasies, feelings and fun. The experience is at its most satisfying and memorable when it achieves the state of total absorption that Csikzentimahalyi (1992) calls flow. As Lee et al. (1994) found, even un- pleasant and challenging incidents can later be seen as positive experience, because they allow the individual to overcome them and gain feelings of control and mastery (Beard and Ragheb, 1983). To understand this experience fully requires more than the conventional surveys which measure customer satisfaction with a checklist of aspects of Festival Spaces and the Visitor Experience 3 the service delivery, such as Parasuram, Zeithaml and Berry’s (1988) SERVQUAL. Instead, as Arnould and Price (1993) suggest, consumers bring vague expectations of intense emotional outcomes (e.g. joy or absorption), and satisfaction emerges over the time frame of the whole event, interpreted within the broader narrative context of the consumer’s life. Co-creation From this perspective, the consumers are the co-creators of the experience (Prahalad and Ramaswamy, 2004). Rather than treating them as ‘human props’ in a carefully-staged managed performance, the organisation should provide them with a ‘creative space’ in which experiences can happen. These will be more likely to be remembered and valued if they lead to the personal growth and transformation which Pine and Gilmore (1999) say is the ultimate goal of experience. The importance of this interaction in creating a unique and memorable positioning for the festival and the destination has recently been highlighted by Richards and Wilson (2006). They point out that event-led cultural tourism strategies are now so frequently employed that their ability to create uniqueness diminishes. Increasing numbers of cultural events and festivals have led to a commoditization effect. True distinctiveness, they argue, can be achieved more realistically when visitors have the opportunity to participate in creative activities themselves. Creative tourism, as they term it, gives a more lasting form of experience, while for the destination it provides an opportunity to embed experiences in the locality. If tourists are transformed by their creative experience they will continue to associate it with the place where it happened. Participative folk festivals are a good example of creative tourism in this sense. A place apart Abrahams (1981) distinguishes between the everyday flow of experiences and those ‘Big Events’ which offer’‘Extraordinary Experiences’, such as rites of passage, moments of self authentication or of communal celebration. Festivals are clearly in this category, evolving as they have from religious occasions. They have the characteristics Schechner (1988) noted in performance, the movement of people to a place set apart where objects (props and sets) and people (actors, audience) are assigned symbolic values and roles; where all attending observe rules and conventions which are different from those of everyday life. The event can be both a rite of intensification (Coon, 1958, cited in Arnould and Price, 1993), subjecting the attendee to extremes of emotional or physical experience leading to greater self knowledge, and also a rite of integration, where interaction with the others present consolidates shared cultural values and instils a ‘temporary sense of closeness’ or ‘communitas’ 4 Michael Morgan (Turner, 1974). Both stress the importance of the shared nature of the experience, the interaction with others, as a source of satisfaction. However, this kind of interpretation can give too earnest and serious an account of the festival experience. As Suvantola (2002) said of tourists, the separation from everyday life and the playing of different roles can be exactly that: play. A folk festival, where urban computer programmers dance dressed up as Cotswold villagers, or sing of the hardships of mining life, is a good example of what he would call postmodern tourism. The hedonic appeal of dancing, drinking and singing in good company should also not be under - estimated. This reminds us that, unlike a religious rite with preordained proces- sions, today’s festival-goers’ use of space is influenced by their individual preferences and interests. There is no single type of visitor. For example, Bryan’s (1997) Recreational Specialisation Framework places visitors on a continuum of behaviour from the general to the particular [broadly from the casual visitor to the enthusiast] reflected by the skills, the equipment and the commitment to the activity they possess. Each individual will chose their own path around the festival location, centred on venues where they feel most at home with the music, activities and company. Humanistic geographers such as Suvantola (2002) would describe this as the festival-goers creating their own experiential or existential space or domain (Nordberg-Schulz 1971) within the physical location. Mapping the experience Understanding the complexity of the visitor experience, therefore, requires a model that brings together on one side the external event management